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Posts Tagged ‘Shanah Blevins’

Lowe Campbell Ewald Exposes Truth Behind ‘Nice Guy’ in Domestic Violence PSA

Lowe Campbell Ewald created an emotional domestic violence awareness campaign for Haven, a Michigan non-profit aiding victims of rape and domestic violence.

At the center of the campaign is a simple 30-second spot, directed by Oscar-winner Angus Wall, focusing on a perpetrator of domestic violence. “I’ll be really nice,” a smirking man says, “You’ll tell your friends about me, you’ll think I’m a good guy.” Then his expression suddenly changes as he says “And then you’ll tick me off,” and goes on to describe the abuse he will dish out. “Your kids are next,” he says, “I’ll be real sorry the next day. But I’m going to do it again. And again. And convince you that it’s your fault.” The shot suddenly ends and the tagline “Live without fear” appears onscreen. It’s a harrowing message, delivered with an appropriately stark and approach meant to shake up viewers.

The campaign also includes print and OOH executions, taking a similarly emotional tone. In one bus shelter ad, the headline “I love you” is actually made up of threatening phrases like “You’d never get by without me” and “You made me do this,” an encapsulation of the domestic abusers’ manipulative nature. Print ads feature intertwining lines with mixed messages such as “I’m crazy about you” and “You crazy bitch.”

By focusing on perpetrators, the campaign makes it clear that its them that are solely to blame. “It is the choice and actions of the abuser that causes abuse,” Haven CEO Beth Morrison explains to Adweek. “The victim is never at fault.”

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Friday Odds and Ends

-W+K Portland, Nike Basketball and Kevin Durant tell us why “Summer Is Serious” (above, credits after the jump).

-Speaking of Nike and basketball, the corporate giant continues its expansion of Converse stores, this time in San Francisco. link

-And finally, guess which brand topped the “Nitrogram 50″ list. link; link

-Google-owned Motorola Mobility has unveiled its new logo. link

-Facebook is beginning to pull ads containing with violent, graphic or sexual content.” link; link

-WPP-owned MediaCom USA has welcomed Starcom alum Jose Bello as managing partner, head of multicultural as well as former Clear Channel exec Khartoon Ohan as its new managing director/chief growth officer. link

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